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Case study
Civil Service Fast Stream – 2023 Influencer Campaign
The Civil Service Fast Stream (CSFS) is an award-winning graduate programme, developing talented high-potential people to become future Civil Service leaders. The programme recruits approximately 1,000 people nationwide, across 15 different leadership and management development schemes. For their 2023 attraction activity, CSFS were keen to build on the success of their innovative influencer campaign.
Impressions
819,966
Click-throughs
6,492
Highlights
Since adopting an influencer approach to enhance their campaigns, Civil Service Fast Stream has been able to engage a wider audience. Following the success of our earlier campaign we increased engagement with more diverse audiences, with the information we knew they wanted to hear.
The challenge
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Solution
What we delivered
A new brand-awareness campaign – To reflect the newly reformed Civil Service Fast Stream, we’d developed a new proposition and creative campaign: ‘Grow like nowhere else’, with bold, perception-challenging visuals and empowering messages. For the wider campaign, assets included a full suite of digital and print collateral, social content calendar, refreshed site with Welsh translation, and films covering the assessment process, realistic job preview and scheme-specific profiles.
Collaboration with influencers across a 3-part campaign – Our 5 influencers created 14 posts across Instagram and LinkedIn:
- Phase 1 content: 3 x Interview with a current Fast Streamer
- Phase 2 content: 5 x Application Insider Tips
- Phase 3 content: 6 x ‘How to Apply Your Degree in the Real World’ event
‘How to Apply Your Degree in the Real World’ event – We organised a student-attended panel and networking event at Cardiff University. It was hosted by Sonya Barlow with a panel of three Fast Streamers sharing their experiences. Sonya Barlow is the award-winning founder of the social inclusion network, LMF Network, and is also one in the Top 50 Women in Tech EU. Three of our influencers also attended the event, to capture and amplify content.
A new brand-awareness campaign – To reflect the newly reformed Civil Service Fast Stream, we’d developed a new proposition and creative campaign: ‘Grow like nowhere else’, with bold, perception-challenging visuals and empowering messages. For the wider campaign, assets included a full suite of digital and print collateral, social content calendar, refreshed site with Welsh translation, and films covering the assessment process, realistic job preview and scheme-specific profiles.
‘How to Apply Your Degree in the Real World’ event – We organised a student-attended panel and networking event at Cardiff University. It was hosted by Sonya Barlow with a panel of three Fast Streamers sharing their experiences. Sonya Barlow is the award-winning founder of the social inclusion network, LMF Network, and is also one in the Top 50 Women in Tech EU. Three of our influencers also attended the event, to capture and amplify content.
Collaboration with influencers across a 3-part campaign – Our 5 influencers created 14 posts across Instagram and LinkedIn:
- Phase 1 content: 3 x Interview with a current Fast Streamer
- Phase 2 content: 5 x Application Insider Tips
- Phase 3 content: 6 x ‘How to Apply Your Degree in the Real World’ event
RESULTS
1000+ Recruits nationwide
The programme recruits approximately 1,000 people nationwide
819,966 Impressions
819,966 overall impressions equivalent 26.15% increase on a 650,000 ambition.
1,705 engagements
1,705 engagements, with a 4% engagement rate.
And here’s what our client had to say…
“Adopting an Influencer marketing approach has enabled us to unpack our message in an authentic way to various target audiences. It’s important that the Civil Service is recognised as being innovative in what we do, and it’s fantastic that we achieved a great result while being trailblazers in this regard.”
Talent Attraction Lead, Civil Service Fast Stream
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